Perry Marshall - Swiss Army Knife
Perry Marshall - Swiss Army Knife
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We will beat any control you've ever had, no matter where or how successful.
What the Swiss Army Knife is: It's a tool for "Systematic Creativity" for crafting every kind of sales message. It asks you incredibly insightful questions about your customers and breaks you out of any ad-writing rut that you're stuck in. The Swiss Army Knife beats ANY control you've ever written - like clockwork, like clicks on a dial.
The Story behind the Swiss Army Knife: In December '09 I took my family to a vacation in Costa Rica. (Fabulous place by the way. And quite affordable!) We visited the Costa Rican jungle, known as "The Cloudforest."
I traversed catwalks snaking through the foliage and spent hours in a state of pure delight, studying the fascinating plants in this beautiful, sturdy ecosystem.
I was looking at this tree that was sprouting shoots that dropped down to the ground. Those shoots form a second system of aerial roots.
The tour guide said, "Because the soil is so shallow, the tree branches grow roots that seek out extra nutrients in the dirt below them."
Dang. Nature is so incredibly efficient. It leaves nothing to waste. How does the tree KNOW how to do this?
I don't know how it knows to do it, but it definitely knows. It's purposefully reaching for the ground, seeking water, seeking minerals, seeking to expand its reach.
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I asked:
"What if my customers were as efficient in using natural resources as nature itself?"
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"What if Google ads were as smart as a tree in the Cloudforest? What if I were a Google ad on a web page and I could look around at all the other stuff on the same web page? What if I could talk to the person scrolling on that page? What new text would I write if I knew that?"
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"If I were an intelligent, self-aware Google ad, what would I say? How would I morph? What would I know how to do? What questions might I ask?"
That led me to a brand new marketing technology I call the Swiss Army Knife.
It's systematic, it's scientific, and endlessly creative. Bionic Google ads become tractor beams that drag peoples' eyeballs away from the center of the page to YOUR ad. They push your exposure up in the rankings so you get more traffic or cut your bids. They bring new people who would've never clicked before.
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